A new reign for whisky positioning

Royal Salute, one of the world’s leading luxury Scotch whiskies, has a long established legacy paying tribute to “nobility” and “leadership”.

The brand team had big growth ambitions for China, but they were unsure how to express the brand’s global positioning in a locally compelling and culturally fresh way.

Our cultural analysis revealed how the meaning of leadership and success are evolving in contemporary China. And we used this to pinpoint alternative routes the brand could take to express their positioning.

The result? A new brand campaign (Today’s Kings) and reinvigorated perceptions of this iconic brand. Gan bei (cheers)!